International Code of Marketing of Breast-milk Substitutes Abdulwahab Telmesani FRCPC,FAAP Faculty of Medicine and Medical Science Umm Al-Qura University

International Code of Marketing ofBreast-milk Substitutes

Abdulwahab TelmesaniFRCPC,FAAPFaculty of Medicine and Medical ScienceUmm Al-Qura University

Breast feeding

Protect against chronic illnesses e.g.

D.M, Celiac disease, Cancers, Obesity, SID syndrome, etc. Breastfeeding; The Essential Principles L Chandran and P Gelfer PREPS 2006

AN EXTENSIVE REVIEW BY AN EXPERT GROUP

In infants, breast-feeding with avoidance of solid food and cow’s milk for at least 4-6 months is the most effective preventive regimen (for atopic diseases).

Section on Pediatrics, European Academy of Allergology and Immunology Muraro et al

Pediatr. Allergy Immunol 2004

International Code of Marketing ofBreast-milk Substitutes

World Health Organization

Geneva

1981

لتسويق الدولى الميثاقالطبيعية الرضاعة بدائل

International Code of Marketing of Breast-milk

Substitutes

WHO Assembly 1974

WHO Assembly 1974

Decline in breast-feeding.

WHO Assembly 1974


Related to Socio-cultural and other factors.

WHO Assembly 1974


Related to Socio-cultural and other factors.

Promotion of manufactured breast-milk

Substitutes.

WHO Assembly 1981

THEREFORE:

The Member States hereby agree the following

articles which are recommended

as a basis for action (The Code).

11 Articles

Article 1. Aim of the Code

Article 1. Aim of the Code

The protection and promotion of breastfeeding, and

Ensuring the proper use of breast-milk substitutes, when necessary.

Article 2. Scope of the Code

Article 2. Scope of the Code

The Code applies to the marketing, and practices related thereto, of the following products: breast-milk substitutes, including infant formula; other milk products, foods and beverages, including bottlefed complementary foods, when marketed or otherwise represented to be suitable, with or without modification, for use as a partial or total replacement of breast milk; feeding bottles and teasts. It alsoapplies to their quality and availability, and to information concerning their use.

Article 3. Definitions

Article 3. Definitions

"Breast-milk substitute" means;

any food being marketed or otherwisepresented as a partial or total replacementfor breast milk, whether or not suitable forthat purpose.

Article 4. Information and education


4.1 Governments responsibility


4.2 Enforce the scope

Article 4. Information and education 4.3 Donations…………... at the request and

with the written approval of the appropriate government authority…………………………..

company's name or logo, but should not refer to a proprietary product

Breast Milk is the Best


Article 5. The general public and mothers


5.1 no advertising


5.1 no advertising

5.2 samples of products


5.1 no advertising


5.3 promotion device, special displays…


5.1 no advertising



5.4 gifts of articles or utensils


5.1 no advertising



5.4 gifts of articles or utensils

5.5 Marketing personnel contact …..

Article 6. Health care systems


6.1 promote the principles of this Code..


6.1 promote the principles of this Code..

6.2 no facility of a health …promoting formula

Article 6. Health care systems 6.1 promote the principles of this Code..


6.3 display of products

Article 6. Health care systems 6.1 promote the principles of this Code..


6.3 display of products

6.4 professional paid for by manufacturers or

distributors


6.5 demo of infant formula feeding, only by health workers,



6.6 Donations or low-price sales only for

infants need it




infants need it

6.7 supplies should be continued




infants need it 6.7 supplies should be continued

6.8 Equipment and materials..name or logo



Article 7. Health workers


7.1 encourage and protect breast-feeding;


7.1 encourage and protect breast-feeding,

7.2 Information.. restricted to scientific,



7.2 Information.. restricted to scientific

7.3 No financial or material inducements to

promote ……




7.3 No financial or material inducements

7.4 Samples… should not be provided,




7.3 No financial or material inducements

7.4 Samples… should not be provided

7.5 should disclose contributions.

Article 8. Persons employed by manufacturers and distributors

Article 8. Persons employed by manufacturers and distributors 8.1 sales incentives for marketing personnel,

………..bonuses based on the overall sales.

Article 8. Persons employed by manufacturers and distributors 8.1 sales incentives for marketing personnel

………..bonuses based on the overall sales,

8.2 should not perform educational functions

to pregnant women…… can be used for other functions by the health care system.

Article 9. Labeling

Article 9. Labeling

9.1 not to discourage breast-feeding.

Article 9. Labeling


9.2 "Important Notice"

Important Notice:

Breast milk is best babies. If direct breast feeding is

impossible, a mother should be encouraged to express

her breast milk to feed her low Birth weight baby. If

breast milk is not available or must be supplemented,

a special formula adapted to the specific needs of low

Birth weight infants should be used under strict

medical control.

Article 9. Labeling



9.3 warning.. unmodified product..

Article 9. Labeling



9.3 warning.. unmodified product..

9.4 label of food products…state all (a) ingredients used; (b) composition/analysis (c) the storage conditions (d) the batch number and the exp. date

Article 10. Quality

Article 10. Quality

10.1 of a high recognized standard.

10.2 Food products…. meet applicable standards recommended

Article 11. Implementation and monitoring


11.1 Governments should take action

11.2 through the World Health Organization


11.1 Governments should take action

11.2 Monitoring by gov. and through the

World Health Organization

11.3 Manufacturers and distributors

11.4 Nongovernmental organizations,


11.5 apprise each member of their personnel

11.6 Member States shall communicate annually to the Director-General of WHO


11.7 The Director-General shall report in even years to the World Health Assembly

on the status of implementation of the Code; and shall, on request, provide technical

to Member States

Saudi Action

Saudi Code for breast-milk substitutes.

Approved by the ministers counsel.

Summary of the main points of the International Code

No advertising of breast-milk substitutes

and other products to the public

No donations of breast-milk substitutes

and supplies to maternity hospitals

No free samples to mothers


No promotion in the health services

No company personnel to advise mothers

No gifts or personal samples to health

workers

Summary of the main points of the International Code No use of space, equipment or education

materials sponsored or produced by

companies when teaching mothers about

infant feeding.

No pictures of infants, or other pictures

idealizing artificial feeding on the labels

of the products.

Summary of the main points of the International Code Information by health workers should be

scientific and factual.

Information on artificial feeding,

including that on labels, should explain

the benefits of breastfeeding and the

costs and dangers associated with

artificial feeding.


Unsuitable products, such as sweetened

condensed milk, should not be promoted

for babies.

ADA supports exclusive breast-feeding for 6 months

Exclusive breast-feeding is an important public health strategy and provides optimal nutrition and health protection in the first six months of life, the American Dietetic Association said in an updated position statement. The group said breast-feeding combined with complementary foods is ideal for children ages 6 months to at least 1 year.

Supply ______________Demand

Supply ______________Demand

Supply ______________Demand Public

Physicians

Manufacturers

Promoting Breastfeeding is a moral and ethical

responsibility of the health care workers

Documents

International Code of Marketing of Breast-milk Substitutes Abdulwahab Telmesani FRCPC,FAAP Faculty of Medicine and Medical Science Umm Al-Qura University